Effectiveness of advertising in the promotion of domestic tourism in Kenya

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Abstract

This study was conducted with an objective of finding out the effectiveness of advertising in the
promotion of domestic tourism in Kenya. The main objective being to test the extend to which
various advertising attributes influences different people to visit various places of tourism
interest. This was based on the fact that different people get influenced by advertisements they
see in the print, electronic, internet and outdoor places. Therefore the study was set out to find
out if advertising had any influence on this behaviour.
To achieve this objective, primary data was collected from a sample of 100 respondents, out of
whom all responded successfully leading to a response rate of 91% which was considered
sufficient enough to achieve the intended objective. 100 respondents were picked randomly at
Sarit Centre as that is where most of the affluent and high income earners shop. Data was
collected by five data collectors on a face to face random sampling.
The data collected was analysed by use of descriptive statistics. These included tables, charts and
percentages. Frequency tables were used to summarise the extent to which each advertising
attribute influenced the effectiveness of advertising in the promotion of domestic tourism in
Kenya.
The study found out that majority of the respondents rated most of the advertising attributes as
important in influencing them to start touring a given place of interest. Majority of the domestic
tourists start touring at the age of between 19 – 24 years making up the primary market for
domestic tourism.
Chapter five of the report discussed major issues as gathered from the research. Conclusions and
suggestions for further research were also discussed. As recommendation, the Domestic Tourism
Council of Kenya, should carry out more research on other factors influencing domestic tourism
since advertising was found to play a major role in influencing the touring behaviour of domestic
tourism.